Your company mission is the North Star of your business, guiding each and every decision you make. Writing one, therefore, isn’t just about creating a clever slogan or summarizing your goals; it’s about getting to the heart of your business and laying out the true driving force behind your company and all those who work within it. And while you may have an idea of the main “why” behind your business, writing a clear, well-thought-out mission statement may require some deeper reflection.
To help, 11 members of Young Entrepreneur Council offer a few questions you can ask yourself to spark a more detailed, thorough or meaningful statement for your company mission that will stand the test of time.
1. How can we provide the most value?
I firmly believe that money is the side effect of providing value. Therefore, whatever type of operation your business is, its main driving force should be offering some sort of service. Ideally, this service would improve the world—in other words, be something that advances the state of the world, the environment, the people or the animals in it or be something that already exists yet saves time and effort. So, the most important question that needs to be asked and answered in defining a business mission is: “How can we provide the most value?” The company mission should then be defined according to that answer but in a way that foresees and allows for continuous growth and getting all the stakeholders on board with what your business stands for. – David Henzel, TaskDrive
2. Does this reflect what we care about beyond making a profit?
When developing your company mission, it’s crucial to ask: “Does this mission reflect what we genuinely care about and want to achieve beyond just making a profit?” The reason this question is so vital is that a truly enduring mission must go beyond the financial aspect and tap into the deeper values and purposes that the company and its stakeholders care about. This results in a mission that not only guides strategic decisions and inspires the team, but also resonates with customers and the broader community. In the case of Sprintform, our mission to “identify problems crucial to our customers and co-construct impactful solutions” reflects our commitment to delivering value and making a difference, which continues to inspire and guide us. – Andras Berczeli, Sprintform
3. Can my mission statement help rally my team?
At the beginning of all our team meetings, we share our mission statement because it gets everyone excited and energized about why we do what we do. In the hiring process, we also share our powerful mission statement because it resonates with people. A good test of the strength and authenticity of your mission statement is seeing how easily you’re able to incorporate it in your recruiting and team engagement efforts. All our team members are able to share exactly what our mission statement is, which helps foster a more cohesive culture. – Nanxi Liu, Blaze.tech
4. Does this resonate with the needs of our target audience?
When creating the company’s mission, you should ask yourself whether or not your mission resonates with the needs of your target audience. Understanding what your audience wants helps you offer tailored solutions and generate value. A mission that aligns with the interests and preferences of your intended audience serves as a guiding principle for you that also helps steer your efforts in the right direction. Simply put, it’s the key to building lasting customer relationships that ensure your growth and success in the long run. – Chris Klosowski, Easy Digital Downloads
5. What problem am I truly passionate about solving?
Identifying the problem that deeply resonates with you brings authenticity and purpose to your mission so that it’s not just a catchy statement, but a genuine commitment to making a difference. Focusing on a problem you genuinely care about harnesses motivation, drive and perseverance. This question helps you create a mission that lasts by aligning it with your values and igniting a sense of purpose in your every decision and action. It attracts like-minded individuals, fostering a positive culture and fueling innovation. A mission rooted in authentic problem-solving also has the power to inspire and mobilize teams, captivate customers and sustain your business’s growth and relevance over time. – Ian Sells, JoinBrands.com
6. Will this mission be relevant in five, 10 or 20 years from now?
A mission statement that withstands the test of time is crucial. For instance, let’s say your healthcare company’s mission is to provide cutting-edge technology solutions for better patient care and optimized healthcare processes. While this may be relevant today, it might not hold up in 10 to 20 years if new technologies emerge. However, if your mission focuses on helping businesses solve complex problems through innovation and creativity, it can remain pertinent over the years. Your mission should align with your purpose. Building relationships and connecting to others is important to me, so I aligned our mission with that notion. – Jennifer A Barnes, Optima Office, Inc.
7. Does this compel me to get up every day and do my best?
Will your company mission compel you to get up every day and do your best? This is the question you should ask yourself if you’re building a company mission. You want to include values and goals in your mission statement that feel alive to you decades after you define them. So, get in touch with your values and think about what matters most when creating a mission statement. For example, I believe in “People First”—that means our audience, customers and employees too. This helps us do better in every area, and we’re seeing positive results because of this clarity in our vision and mission. – Blair Williams, MemberPress
8. Does this align my values with the needs of my stakeholders?
I would ask myself this: “Does this mission align with my company’s core values, while simultaneously resonating with the inherent needs and aspirations of our stakeholders?” The sole purpose of the company’s mission is to build the bridge between the foundational principles and the existential reality of that company. It lays down the bedrock for sustained growth and overall value creation. The formulation of a mission statement necessitates a holistic approach, whereby the organization’s core values, objectives and desired impact converge harmoniously. A well-crafted mission statement should exude authenticity and clarity while inspiring stakeholders with its ambitious vision for the future. It also helps align the mission with the strategic goals. – Kelly Richardson, Infobrandz
9. What positive impact do we want to create in the world?
When developing your company mission, you should ask yourself: “What positive impact do we want to create in the world?” This question focuses on your business’s broader purpose and societal contribution beyond just profit-making. It helps you define a meaningful, inspiring mission that aligns with your values. By articulating a mission centered around making a positive difference, you can attract like-minded employees, engage customers who resonate with your purpose and build a lasting brand that stands the test of time. This question ensures that your company mission goes beyond short-term goals and fosters a sense of purpose that motivates and guides your business for years to come. – Andrew Saladino, Kitchen Cabinet Kings
10. How do we differentiate ourselves from our competitors?
When you start your business, you need to understand that you’re not the only one with that idea. There is likely at least one other business, if not many more, that is selling the same idea as yours. So one question you need to ask yourself when you’re developing your company mission is: “How do we differentiate ourselves from our competitors?” The answer to this question can help you stand out and make a difference in the market. This is very important for the long-term success of your business. – Thomas Griffin, OptinMonster
11. If the company disappeared, what would the world lose?
Ask yourself: “If my company were to disappear tomorrow, what would the world lose?” This single, powerful question cuts through the noise and drives you to the heart of your value proposition. Your mission must be unique, compelling and indispensable. When you find that sweet spot, your company becomes more than just another business—it becomes an essential part of the industry ecosystem, solving problems that no one else can. The gravity of this question encourages visionary thinking, stirs up ambition and challenges you to be bolder in defining your role in the market. With this mindset, you’ll craft a mission that withstands the test of time, market shifts and competition. It’s the fire that keeps you moving, innovating and dominating. Now, get out there and make your mark! – Idan Waller, BlueThrone
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